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What is an augmented product?

The augmented product is a concept in marketing that refers to the additional features, benefits, and services beyond the core product that enhance its value and customer experience. It represents the total package that surrounds the physical product and includes elements such as warranties, customer support, delivery services, installation, and after-sales services.

Here are key points to understand about augmented products:

1. Core Product: The core product represents the primary benefit or utility that customers seek when purchasing a product. For example, a core product of a smartphone is its ability to make calls and send messages.

2. Actual Product: The actual product refers to the tangible attributes and characteristics of the product that customers can see, touch, and use. It includes features like the design, functionality, brand, packaging, and quality of the physical product.

3. Augmented Product: The augmented product encompasses the additional elements and services that go beyond the core and actual product. These augmentations are designed to enhance the customer experience, provide convenience, and differentiate the product from competitors. Augmented product offerings can include:

   – Warranty: Providing a warranty or guarantee on the product to give customers assurance and confidence in their purchase.

   – Customer Support: Offering customer support services, such as a helpline, live chat, or email support, to address customer inquiries, issues, or technical problems.

   – Delivery and Installation: Providing convenient and reliable delivery services, as well as assistance with product installation, setup, or customization.

   – After-Sales Service: Offering post-purchase services, such as maintenance, repairs, software updates, or product training, to ensure ongoing customer satisfaction.

   – Extended Features: Including additional features or functionalities in the product to exceed basic customer expectations. For example, a smartphone might have built-in health tracking or advanced camera capabilities.

   – Brand Reputation: Leveraging the reputation and trust associated with the brand to enhance the perceived value of the product.

4. Value Creation and Differentiation: Augmented product offerings help create additional value for customers by providing a more comprehensive solution and addressing their broader needs. These enhancements can also serve as a competitive advantage, differentiating the product from similar offerings in the market.

5. Customer Experience: The augmented product plays a crucial role in shaping the overall customer experience. It enhances customer satisfaction, builds trust and loyalty, and fosters long-term relationships with customers.

6. Evolution of Augmented Product: The components of the augmented product may evolve over time to adapt to changing customer preferences, advancements in technology, or emerging market trends. Companies continuously innovate and introduce new augmentations to stay competitive and meet customer expectations.

The concept of the augmented product recognizes that customers not only seek the core functionality of a product but also value the additional benefits and services that accompany it. By delivering a well-designed augmented product, companies can create a more comprehensive and satisfying customer experience, increase customer loyalty, and differentiate their offerings in the marketplace.